What’s incredible about the capabilities of the corporate Twitter feed is that it can be both a means of encouraging dialogue and a mouthpiece for the company at the same time. Could this be a model for businesses to use an outward facing online answering service to stir up dialogue?
Forbes has reported on the way that automobile titan Nissan has used a tweet to try and recover after a perceived failure with their most recent TV ad campaign for the Nissan Rogue. This isn’t the same thing as using these channels specifically for marketing, but it can draw upon its relationship to those kinds of campaigns by starting dialogue and taking user input.
This failure wasn’t necessarily anything in the ad so much as the way it reportedly played incessantly, to the point where it actively drove some previous Nissan fans away from purchasing the car, according to their Twitter messages, as collected by brandchannel. One Tweeter named Devin Long said that the spot’s “unparalleled abundance has ruined television for me.”
As a result, the official Nissan Twitter feed began to respond by saying that it had been “too excited” about this latest car. But this interaction doesn’t have to simply be market research or damage control: it can be the springboard to starting discussions that lead to change in business and eventually set up a relationship with the user and some representative of the company.
Whether or not this apology was “genuine,” it’s another demonstration of the power play that can happen in an instant online and lead to greater relevance.